(a) "A lottery ticket" is the straightforward answer, but a thoughtful candidate may mention some of the characteristics associated with the product:

The excitement at the possibility of winning.

The pleasure of staking a small sum linked with numbers of special significance to oneself.

The feeling of being party to a syndicate which buys several tickets each week.

(Max 10 marks)

(b) Candidates might do well to comment on the four headings of product, price, promotion and place. Camelot have done well to have a midweek draw and to have set the ticket price at £1, a sum which most people will "invest" without discomfort and to make tickets available in a multitude of shops so nobody has to go far to buy one.

Camelot have been fortunate to have free publicity in the televised draw and winner notification on the news.

Camelot have done well to emphasise the proportion of receipts that goes to charitable causes and the relatively low proportion that goes to administration: punters may feel they have a small chance of winning, but they are not throwing their money away.